dhananjaysharma
Dhananjay Sharma
Ambush marketing is a marketing strategy wherein the advertisers associate themselves with, and therefore capitalize on, a particular event without paying any sponsorship fee.
These days many organizations pay huge amount of money to become the exclusive sponsor of events like National/International sports events, film related events, competitions for students, etc. This is a part of their brand building exercise. However, this causes problems for other companies which then resort to ambush marketing to promote their brand. They associate themselves with the same public event. However, they do not pay the sponsorship fee.
Ambush Marketing is often considered the antithesis of reputation management due to the potentially negative image that may arise from the use of controversial marketing tactics.
Eg - One of the recent examples of ambush marketing is that of HUL and P&G. P&G before actually launching its new Pantene shampoo had put up hoardings which said ‘A mystery shampoo!! 80% women say is better than anything else’. HUL used this event to promote its Dove shampoo by putting up hoardings which said ‘There is no mystery. Dove is the number 1 shampoo’.
These days many organizations pay huge amount of money to become the exclusive sponsor of events like National/International sports events, film related events, competitions for students, etc. This is a part of their brand building exercise. However, this causes problems for other companies which then resort to ambush marketing to promote their brand. They associate themselves with the same public event. However, they do not pay the sponsorship fee.
Ambush Marketing is often considered the antithesis of reputation management due to the potentially negative image that may arise from the use of controversial marketing tactics.
Eg - One of the recent examples of ambush marketing is that of HUL and P&G. P&G before actually launching its new Pantene shampoo had put up hoardings which said ‘A mystery shampoo!! 80% women say is better than anything else’. HUL used this event to promote its Dove shampoo by putting up hoardings which said ‘There is no mystery. Dove is the number 1 shampoo’.